Digital Marketing Campaign Manager (remote possible)

Who We Are

Join a team that puts its People First! Since 1889, First American (NYSE: FAF) has held an unwavering belief in its people. They are passionate about what they do, and we are equally passionate about fostering an environment where all feel welcome, supported, and empowered to be innovative and reach their full potential. Our inclusive, people-first culture has earned our company numerous accolades, including being named to the Fortune 100 Best Companies to Work For® list for ten consecutive years. We have also earned awards as a best place to work for women, diversity and LGBTQ+ employees, and have been included on more than 50 regional best places to work lists. First American will always strive to be a great place to work, for all. For more information, please visit www.careers.firstam.com.

What We Do

Drive measurable growth for FAEC by planning and executing integrated, performance oriented marketing campaigns that educate the market on 1031 exchanges and convert demand into qualified opportunities for our nationwide team. You will own campaign strategy, audience segmentation, channel mix, budget, execution, and reporting—partnering closely with subject matter experts, sales/exchange counselors, and compliance to scale a high trust, education first demand engine.

What You’ll Do

Strategy & Planning

• Build a quarterly campaign roadmap aligned to business goals (education, lead generation, pipeline influence) and key market moments (industry events, seasonality).

• Define audience segments (e.g., real estate investors, brokers/agents, developers, attorneys/CPAs, wealth advisors) and value propositions by persona and lifecycle stage. (First Exchange)

• Set objectives and channel mix across paid, owned, and earned media with clear targets for MQLs, CPL, ROAS, and pipeline contribution.

Campaign Execution

• Launch and optimize multi‑channel programs across Paid Search (Google/Microsoft), Paid Social (LinkedIn), Display/Retargeting, SEO, Email/Nurture, Webinars & Virtual Events, and landing pages.

• Own the 1031 webinar program (calendar, promotion, moderator/host prep, attendee experience, follow‑up nurtures) in partnership with FAEC subject‑matter experts. (First Exchange)

• Partner with content/creative to deliver compliant, plain‑language assets (guides, checklists, timelines, videos, case stories) that educate without providing tax or legal advice; ensure approved disclaimers and brand standards are applied. (First Exchange)

• Coordinate lead routing, SLAs, and feedback loops with regional teams to maximize conversion from inquiry → consultation → exchange.

Analytics, Testing & Optimization

• Implement campaign measurement using GA4 + tag management, CRM, and marketing automation; maintain UTM governance and campaign taxonomy.

• Build dashboards that track MQL quality, SQL rate, cost per opportunity, pipeline/revenue influence, ROAS, and webinar funnel metrics (registrations, live attendance, on‑demand views, MQL conversion).

• Run continuous A/B tests (creative, offers, bids, forms, journeys) and conversion‑rate optimization on landing pages.

Marketing Operations & Data

• Manage budgets and pacing; forecast and reallocate spend to highest‑return channels.

• Maintain clean data flows between ads platforms, MAP (e.g., Marketo/HubSpot/Eloqua/Pardot), and CRM (e.g., Salesforce); partner with RevOps on lead scoring and attribution.

Compliance, Privacy & Brand Stewardship

• Ensure campaigns and content meet internal legal/compliance requirements and include approved disclaimers (no tax/legal advice), adhere to privacy laws/regulations (CAN‑SPAM, TCPA, CCPA/CPRA, GDPR as applicable), and follow accessibility best practices (WCAG 2.1 AA). (First Exchange)

• Align with First American’s governance culture and processes expected of a subsidiary within a publicly traded enterprise. (First Exchange)

Collaboration & Vendor Management

• Lead cross‑functional work with FAEC experts, regional offices, product/IT (for web enhancements), and corporate brand/PR.

• Manage agencies and martech vendors; set SOWs, SLAs, and performance scorecards.

What You’ll Bring

Must‑Haves

• 3-5+ years of B2B/B2C digital marketing experience with proven ownership of multi‑channel campaigns and pipeline impact; experience in financial, real estate, or other regulated industries strongly preferred.

• Hands‑on expertise with Google Ads, Microsoft Ads, LinkedIn Ads, GA4, Google Tag Manager, and one major marketing automation platform (Marketo/Eloqua/HubSpot/Pardot) integrated to Salesforce (or similar CRM).

• Webinars/virtual events experience (e.g., Zoom Webinars, ON24): promotion, hosting, and post‑event nurtures.

• Strong analytics skills (Excel/Sheets; dashboarding in Looker/Tableau/Power BI) and a test‑and‑learn mindset.

• Excellent copywriting and editorial judgment for education‑led content that is compliant, accurate, and accessible to non‑experts.

• Familiarity with SEO fundamentals and CRO/landing page best practices.

Nice‑to‑Haves

• ABM experience (Demandbase/6sense/Terminus), basic HTML/CSS, or SQL for ad‑hoc analysis.

• Experience marketing 1031 exchanges or adjacent real‑estate investment services. (First American)

Education & Certifications

• BA/BS in Marketing, Communications, Business, or related field (or equivalent experience).

• Relevant certifications (Google Ads, GA4, LinkedIn Marketing) are a plus.

Success Looks Like (Core KPIs)

• Pipeline Impact: Marketing‑sourced/influenced opportunities and revenue.

• Efficiency: Cost/MQL, Cost/SQL, ROAS, and CAC payback improvements.

• Quality: MQL→SQL conversion rate; lead SLAs met; sales acceptance rate.

• Web Performance: Organic traffic growth, landing page conversion rate, form completion rate.

• Programs: Webinar registrations/attendance and MQL lift; email deliverability and engagement; paid channel CPA targets met.

Tools You May Use

Google Ads, Microsoft Ads, LinkedIn Campaign Manager, GA4, Google Tag Manager, Salesforce, Marketo/HubSpot/Eloqua/Pardot, webinar platforms (Zoom Webinars/ON24), CMS (e.g., WordPress or enterprise CMS), Looker/Tableau/Power BI.

The pay range for this role is $62,700.00 -$83,575.00

This hiring range is a reasonable estimate of the base pay range for this position at the time of posting.  Pay is based on a number of factors which may include job-related knowledge, skills, experience, business requirements and geographic location.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal work hours and/or responsibilities from time to time, as needed. 

What We Offer

By choice, we don’t simply accept individuality – we embrace it, we support it, and we thrive on it! Our People First Culture celebrates diversity, equity and inclusion not simply because it’s the right thing to do, but also because it’s the key to our success. We are proud to foster an authentic and inclusive workplace For All. You are free and encouraged to bring your entire, unique self to work. First American is an equal opportunity employer in every sense of the term.

Based on eligibility, First American offers a comprehensive benefits package including medical, dental, vision, 401k, PTO/paid sick leave and other great benefits like an employee stock purchase plan.